With my own experience of good, ‘ol fashioned trial-and-error, I also learned the following:
— Keeping text, especially Title Text and directional/decorated text, in its own PDF field is important. If you do not ‘field’ these items, you may end up with a jumbled mess of characters instead of a solid, spiderable, keyphrased title or header.
— Gain more keyphrase weight by reflecting/repeating keyphrases found on pages that link to your PDF and those pages that your PDF links to. (Only if this worked for HTML pages, too… Darn!)
— I don’t recommend archiving PDFs. Establish a URL and leave it!
— If you go through the trouble of publishing a PDF, at least get some credit for it by using in-copy linking with clean links.
— PDF Document Properties are also categorized and indexed. Not taking advantage of them is like not using alt text on your images.
— Use ‘outline’ formatting where possible to auto-generate heading tag formatting.
— Don’t publish a photo without having something relevant to say about it. Use event names, dates, branding, etc. Avoid: “Joe at the bar.” Use: “ABC’s Summer Picnic 2009: Joe’s Drinks.”
— If you think about file naming, logically, then picking off any minor visibility issues with ALL file names can only enhance spiderability.
If you have any tips of your own, leave a comment!